British Medical Association: Membership Retention & Acquisition

Chord were commissioned initially to develop a pilot telemarketing campaign, targeting four key audiences to help contribute to the BMA’s objective to increase membership to a target level by 2013.

The campaign was designed to help secure new members, retain existing and recently lapsed members and also to communicate the benefits of membership and secure opt-in from student doctors.

Conversion rates at between 21% and 55% were higher than expected and proved that outsourced telemarketing could provide an excellent return on investment for the BMA.

Key learnings from the pilot were presented to BMA key personnel to enable effective planning of future campaigns.  Chord provided analysis of reach and conversion rates by primary branch of practice to provide the BMA with additional intelligence, as well as verbatim comments from doctors and students.

The BMA has now commissioned Chord UK to support their internal team on an ongoing basis, including targeting pre-lapsers. Test calls have also been made to indicate the contribution that timely telemarketing can make following events and also to newly appended telephone numbers sourced via third party data.